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7 Social Media Secrets
That Make Good Direct Marketing
Campaigns Great
December 1, 2011
A special thank you to:
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Today’s Speaker
Thorin McGee Editor in Chief
Target Marketing
Julie Perry VP & Social Media Director
BLASTmedia
Moderator
Copyright © 2011 BLASTmedia All Rights Reserved.
BLASTmedia Integrated PR & Social Media
Outbound Marketing
Interruption Marketing (Push)
• Cold Calling /
Telemarketing
• Direct Mail
• Email Blasts
• Tradeshows
• Print Ads
• TV/Radio Ads
• Press Releases &
Media Relations*
“…buy, beg, or bug their way in…” – Brian Halligan, CEO & CoFounder of Hub Spot
Copyright © 2011 BLASTmedia All Rights Reserved.
BLASTmedia Integrated PR & Social Media
Inbound Marketing
• Inbound marketing typically has three (3) components: SEO,
Content Marketing, and Social Media.
1. SEO is the process of creating optimized web content based on
keywords that people search—with the goal of boosting the organic
visibility of your content within search engines.
2. Content Marketing is the process of creating magnetic content—such
as blog posts, images, videos, whitepapers , landing pages, web forms,
and eBooks—to attract prospective clients/buyers.
3. Social Media is the process of leveraging Facebook, LinkedIn, Twitter,
YouTube, and other social media platforms to promote and boost the
visibility of your content within social media. This will amplify the
impact of your content and allow you to engage directly with
prospects, leads, and customers.
Permission Marketing (Pull)
Copyright © 2011 BLASTmedia All Rights Reserved.
BLASTmedia Integrated PR & Social Media
Outbound + Inbound Marketing Outbound Marketing (Push) Inbound Marketing (Pull)
• Cold Calling /
Telemarketing
• Direct Mail
• Email Blasts
• Tradeshows
• Print Ads
• TV/Radio Ads
• Press Releases /
Media Relations
• SEO / SEM
• Blogging &
Content Marketing
• RSS
• Social Media
• Social Media ―Ads‖
• ―Viral Videos‖
• Media Coverage
Copyright © 2011 BLASTmedia All Rights Reserved.
BLASTmedia Integrated PR & Social Media
Outbound + Inbound Marketing Outbound Marketing (Push) Inbound Marketing (Pull)
• Cold Calling /
Telemarketing
• Direct Mail
• Email Blasts
• Tradeshows
• Print Ads
• TV/Radio Ads
• Press Releases /
Media Relations
• SEO / SEM
• Blogging &
Content Marketing
• RSS
• Social Media
• Social Media ―Ads‖
• ―Viral Videos‖
• Media Coverage
* Integrate the two. Use each to cross-promote & support the other.
Copyright © 2011 BLASTmedia All Rights Reserved.
BLASTmedia Integrated PR & Social Media
Webinar Overview: Integrating Outbound Direct
Marketing Campaigns and Inbound Marketing Tactics
1. Direct Mail – Amp up Your Direct Mail by Bringing Prospects &
Customers Online and Engaging Them with Sharable Content
2. Email Blasts – Turn Your Emails Into an Online Experience that
Customers & Prospects Will Love (and Share!)
3. PR – Optimize Press Releases to be Found via Search and Follow-Up via
4. Content – Repurposing Outbound Content & Press Coverage for Inbound
Marketing & SEO Benefits
5. Video – YouTube Content for Search Engine Optimization & Sharing
6. Tradeshows – Team Up With Twitter
7. Advertising (Online) – Advertise on Social Media Sites
Copyright © 2011 BLASTmedia All Rights Reserved.
BLASTmedia Integrated PR & Social Media
• Give valuable, sharable content and offer a way to connect
with you online. (Think of this as bait to reel them into the
digital sales funnel.)
Tactic #1: Direct Mail – Amp Up Your Direct Mail by
Bringing Prospects & Customers Online and Engaging
Them with Sharable Content
Copyright © 2011 BLASTmedia All Rights Reserved.
BLASTmedia Integrated PR & Social Media
• Give valuable, sharable content and offer a way to connect
with you online. (Think of this as bait to reel them into the
digital sales funnel.)
• Invite them to participate in a simple online poll. Then,
make the poll sharable to their online contacts.
Tactic #1: Direct Mail – Amp Up Your Direct Mail by
Bringing Prospects & Customers Online and Engaging
Them with Sharable Content
Copyright © 2011 BLASTmedia All Rights Reserved.
BLASTmedia Integrated PR & Social Media
• Give valuable, sharable content and offer a way to connect
with you online. (Think of this as bait to reel them into the
digital sales funnel.)
• Invite them to participate in a simple online poll. Then,
make the poll sharable to their online contacts.
• Develop your own contest and invite them to enter online
via your website, blog, or Facebook page. Make the contest
sharable; consider opening it to voting by the public.
Tactic #1: Direct Mail – Amp Up Your Direct Mail by
Bringing Prospects & Customers Online and Engaging
Them with Sharable Content
Copyright © 2011 BLASTmedia All Rights Reserved.
BLASTmedia Integrated PR & Social Media
• Give valuable, sharable content and offer a way to connect
with you online. (Think of this as bait to reel them into the
digital sales funnel.)
• Invite them to participate in a simple online poll. Then,
make the poll sharable to their online contacts.
• Develop your own contest and invite them to enter online
via your website, blog, or Facebook page. Make the contest
sharable; consider opening it to voting by the public.
• Bottom Line: Give prospects/customers a BENEFICIAL
REASON to connect with you online. Entice them.
Tactic #1: Direct Mail – Amp Up Your Direct Mail by
Bringing Prospects & Customers Online and Engaging
Them with Sharable Content
Copyright © 2011 BLASTmedia All Rights Reserved.
BLASTmedia Integrated PR & Social Media
More Ways to Get Them Online from Direct Mail
• Hook them with ―Part 1‖ of an information series and send
them to read the rest online.
Copyright © 2011 BLASTmedia All Rights Reserved.
BLASTmedia Integrated PR & Social Media
More Ways to Get Them Online from Direct Mail
• Hook them with ―Part 1‖ of an information series and send
them to read the rest online.
• Consider having them scan a QR code where they then have a
survey to fill out or contest to enter.
Copyright © 2011 BLASTmedia All Rights Reserved.
BLASTmedia Integrated PR & Social Media
More Ways to Get Them Online from Direct Mail
• Hook them with ―Part 1‖ of an information series and send
them to read the rest online.
• Consider having them scan a QR code where they then have a
survey to fill out or contest to enter.
• Print QR (quick response) codes on your postcards or
direct mail pieces that drive your prospects or customers
to a specific landing page on your website (not just your
homepage).
Copyright © 2011 BLASTmedia All Rights Reserved.
BLASTmedia Integrated PR & Social Media
Copyright © 2011 BLASTmedia All Rights Reserved.
BLASTmedia Integrated PR & Social Media
More Ways to Get Them Online from Direct Mail
• Hook them ―Part 1‖ of an information series and ask them to
read the rest online.
• Consider having them scan a QR code where they then have a
survey to fill out or contest to enter.
• Print QR (quick response) codes on your postcards or
direct mail pieces that drive your prospects or customers
to a specific landing page on your website (not just your
homepage).
• Alternative: Build a flash drive into your direct mail piece.
Copyright © 2011 BLASTmedia All Rights Reserved.
BLASTmedia Integrated PR & Social Media
More Ways to Get Them Online from Direct Mail
• Hook them ―Part 1‖ of an information series and ask them to
read the rest online.
• Consider having them scan a QR code where they then have a
survey to fill out or contest to enter.
• Print QR (quick response) codes on your postcards or
direct mail pieces that drive your prospects or customers
to a specific landing page on your website (not just your
homepage).
• Alternative: Build a flash drive into your direct mail piece.
• Once you have them online, offer ways to share with existing
contacts. Require them to create content to enter a contest.
Copyright © 2011 BLASTmedia All Rights Reserved.
BLASTmedia Integrated PR & Social Media
Example: Run it through a service like
PollDaddy.com and have share buttons.
Copyright © 2011 BLASTmedia All Rights Reserved.
BLASTmedia Integrated PR & Social Media
Example: QR Code to Mobile Landing Page for Contest Entry
(Building an Email List)
Copyright © 2011 BLASTmedia All Rights Reserved.
BLASTmedia Integrated PR & Social Media
QR Code to Mobile Landing Page for Contest Entry
(After Submitting Entry – Double Opted In, with Share Buttons)
Copyright © 2011 BLASTmedia All Rights Reserved.
BLASTmedia Integrated PR & Social Media
QR Code to Mobile Landing Page for Contest Entry
(Upon Confirmation, Taken to YouTube video)
Copyright © 2011 BLASTmedia All Rights Reserved.
BLASTmedia Integrated PR & Social Media
Tactic #2: Email Blasts – Turn Your Emails Into an
Online Experience That Customers & Prospects will
Love (and Share!)
• Send content that doesn‘t ―go for the sale,‖ but rather, offers information
to pull them in to learn more. Example: Offers to ―opt-in‖ to informational
webinars or to download informational eBooks or white papers.
Copyright © 2011 BLASTmedia All Rights Reserved.
BLASTmedia Integrated PR & Social Media
Tactic #2: Email Blasts – Turn Your Emails Into an
Online Experience That Customers & Prospects will
Love (and Share!)
• Send content that doesn‘t ―go for the sale,‖ but rather, offers information
to pull them in to learn more. Example: Offers to ―opt-in‖ to informational
webinars or to download informational eBooks or white papers.
• Include a blog summary at the end of the month.
Copyright © 2011 BLASTmedia All Rights Reserved.
BLASTmedia Integrated PR & Social Media
Copyright © 2011 BLASTmedia All Rights Reserved.
BLASTmedia Integrated PR & Social Media
Tactic #2: Email Blasts – Turn Your Emails Into an
Online Experience That Customers & Prospects will
Love (and Share!)
• Send content that doesn‘t ―go for the sale,‖ but rather, offers information
to pull them in to learn more. Example: Offers to ―opt-in‖ to informational
webinars or to download informational eBooks or white papers.
• Include a blog summary at the end of the month.
• Watch the number of images you use. Use more rich text in case
images are blocked.
Copyright © 2011 BLASTmedia All Rights Reserved.
BLASTmedia Integrated PR & Social Media
Copyright © 2011 BLASTmedia All Rights Reserved.
BLASTmedia Integrated PR & Social Media
Tactic #2: Email Blasts – Turn Your Emails Into an
Online Experience That Customers & Prospects will
Love (and Share!)
• Send content that doesn‘t ―go for the sale,‖ but rather, offers information
to pull them in to learn more. Example: Offers to ―opt-in‖ to informational
webinars or to download informational eBooks or white papers.
• Include a blog summary at the end of the month.
• Limit your use of images. Use more rich text in case images are
blocked.
• Use polls & contests to drive them elsewhere online to engage directly.
Copyright © 2011 BLASTmedia All Rights Reserved.
BLASTmedia Integrated PR & Social Media
Tactic #2: Email Blasts – Turn Your Emails Into an
Online Experience That Customers & Prospects will
Love (and Share!)
• Send content that doesn‘t ―go for the sale,‖ but rather, offers information
to pull them in to learn more. Example: Offers to ―opt-in‖ to informational
webinars or to download informational eBooks or white papers.
• Include a blog summary at the end of the month.
• Limit your use of images. Use more rich text in case images are
blocked.
• Use polls & contests to drive them elsewhere online to engage directly.
• Consider multimedia, such as a YouTube video, to better engage.
Copyright © 2011 BLASTmedia All Rights Reserved.
BLASTmedia Integrated PR & Social Media
Tactic #2: Email Blasts – Turn Your Emails Into an
Online Experience That Customers & Prospects will
Love (and Share!)
• Send content that doesn‘t ―go for the sale,‖ but rather, offers information
to pull them in to learn more. Example: Offers to ―opt-in‖ to informational
webinars or to download informational eBooks or white papers.
• Include a blog summary at the end of the month.
• Limit your use of images. Use more rich text in case images are
blocked.
• Use polls & contests to drive them elsewhere online to engage directly.
• Consider multimedia, such as a YouTube video, to better engage.
• Include social media ―share‖ buttons within email.
Copyright © 2011 BLASTmedia All Rights Reserved.
BLASTmedia Integrated PR & Social Media
Tactic #2: Email Blasts – Turn Your Emails Into an
Online Experience That Customers & Prospects will
Love (and Share!)
• Send content that doesn‘t ―go for the sale,‖ but rather, offers information
to pull them in to learn more. Example: Offers to ―opt-in‖ to informational
webinars or to download informational eBooks or white papers.
• Include a blog summary at the end of the month.
• Limit your use of images. Use more rich text in case images are
blocked.
• Use polls & contests to drive them elsewhere online to engage directly.
• Consider multimedia, such as a YouTube video, to better engage.
• Include social media ―share‖ buttons within email.
• Social media profiles should be accompanied by a valuable, benefits-
driven reason they should follow, friend, ―like,‖ or subscribe to those
channels to further engage with you in a ―permission-based‖ fashion.
Copyright © 2011 BLASTmedia All Rights Reserved.
BLASTmedia Integrated PR & Social Media
Copyright © 2011 BLASTmedia All Rights Reserved.
BLASTmedia Integrated PR & Social Media
Tell them WHY! “For special offers,” “To be
the first to know when…,” “to see our demo…”
Copyright © 2011 BLASTmedia All Rights Reserved.
BLASTmedia Integrated PR & Social Media
Tactic #3: Optimize Press Releases to be Found via
Search; Follow-Up via Twitter
• Outbound – Create & issue Press Releases, along with
traditional media relations follow-up by phone or email.
• Inbound #1 – Press Release optimization, link promotion, and
syndication for backlinks & SEO benefits.
• You create and issue a press release to push your news out for media
pick-up.
• But now you can use it to get links and be found by those searching for
content.
• There‘s a new reporter on the block. It‘s a ―bot.‖ Are you talking to it?
• Inbound #2 – Follow-up via social media profiles, like Twitter.
Copyright © 2011 BLASTmedia All Rights Reserved.
BLASTmedia Integrated PR & Social Media
Tactic #3: Optimize Press Releases to be Found via
Search; Follow-Up via Twitter
1. Optimize your press releases for search results.
Copyright © 2011 BLASTmedia All Rights Reserved.
BLASTmedia Integrated PR & Social Media
Online Press Release Optimization
• Consider paying for distribution on Business Wire or PR Web.
• I suggest a keyword density of 3%–5%, and an active link per
100 words. 350-750 words total.
• Start sentences with keywords. Start and end blocks of copy
with keywords.
• Break quotes into 2 parts. (NOTE: Quotes on many of the
newswires services will become callouts, so make them strong
and memorable).
• Link to different pages within your site.
Copyright © 2011 BLASTmedia All Rights Reserved.
BLASTmedia Integrated PR & Social Media
Tactic #3: Optimize Press Releases to be Found via
Search; Follow-Up via Twitter
1. Optimize your press releases for search results.
2. Connect with media directly on sites like Twitter so you can
attract their attention and follow-up.
Copyright © 2011 BLASTmedia All Rights Reserved.
BLASTmedia Integrated PR & Social Media
Tactic #3: Optimize Press Releases to be Found via
Search; Follow-Up via Twitter
1. Optimize your press releases for search results.
2. Connect with media directly on sites like Twitter so you can
attract their attention and follow-up.
• Golden Rule on Twitter: Make others feel important,
and they, in turn, make you important.
Copyright © 2011 BLASTmedia All Rights Reserved.
BLASTmedia Integrated PR & Social Media
Tactic #3: Optimize Press Releases to be Found via
Search; Follow-Up via Twitter
1. Optimize your press releases for search results.
2. Connect with media directly on sites like Twitter so you can
attract their attention and follow-up.
3. Promote all pickups so you encourage media to promote you
(Tactic #4).
• Golden Rule on Twitter: Make others feel important,
and they, in turn, make you important.
Copyright © 2011 BLASTmedia All Rights Reserved.
BLASTmedia Integrated PR & Social Media
Tactic #3: Optimize Press Releases to be Found via
Search; Follow-Up via Twitter
1. Optimize your press releases for search results.
2. Connect with media directly on sites like Twitter so you can
attract their attention and follow-up.
3. Promote all pickups so you encourage media to promote you
(Tactic #4).
• Provides you inbound opportunities as others ―catch wind‖ of
your public interactions with 3rd-party sources. Leverage that
influence, be it new media or traditional. YOU are the media!
• Golden Rule on Twitter: Make others feel important,
and they, in turn, make you important.
Copyright © 2011 BLASTmedia All Rights Reserved.
BLASTmedia Integrated PR & Social Media
Tactic #4: Repurposing Outbound Content & Press
Coverage for Inbound Marketing & SEO Benefits
• Outbound – Direct Mail & Email Content, Press Releases
• Inbound #1 – Repurposing company announcements and
news for blog content (search benefits).
Copyright © 2011 BLASTmedia All Rights Reserved.
BLASTmedia Integrated PR & Social Media
Tactic #4: Repurposing Outbound Content & Press
Coverage for Inbound Marketing & SEO Benefits
• Outbound – Direct Mail & Email Content, Press Releases
• Inbound #1 – Repurposing company announcements and
news for blog content (search benefits).
• Inbound #2 – Repurposing informational content for
multimedia presentations and article marketing (content
distribution and backlink-creation to benefit SEO).
Copyright © 2011 BLASTmedia All Rights Reserved.
BLASTmedia Integrated PR & Social Media
Copyright © 2011 BLASTmedia All Rights Reserved.
BLASTmedia Integrated PR & Social Media
Tactic #4: Repurposing Outbound Content & Press
Coverage for Inbound Marketing & SEO Benefits
• Outbound – Direct Mail & Email Content, Press Releases
• Inbound #1 – Repurposing company announcements and
news for blog content (search benefits).
• Inbound #2 – Repurposing informational content for
multimedia presentations and article marketing (content
distribution and backlink-creation to benefit SEO).
• Inbound #3 – Repurposing of Media Coverage—both
mainstream and new media—for leveraging via Social Media
channels and search benefits via blog.
Copyright © 2011 BLASTmedia All Rights Reserved.
BLASTmedia Integrated PR & Social Media
Copyright © 2011 BLASTmedia All Rights Reserved.
BLASTmedia Integrated PR & Social Media
Tactic #4: Repurposing Outbound Content & Press
Coverage for Inbound Marketing & SEO Benefits
• You must be FINDABLE. People love to discover things. You
can push your content all day long, but being in ―the line of
search‖ is the best road to conversion. Pull it in.
Copyright © 2011 BLASTmedia All Rights Reserved.
BLASTmedia Integrated PR & Social Media
Tactic #4: Repurposing Outbound Content & Press
Coverage for Inbound Marketing & SEO Benefits
• You must be FINDABLE. People love to discover things. You
can push your content all day long, but being in ―the line of
search‖ is the best road to conversion. Pull it in.
• Blogs and other optimized content are magnets to links.
("Link bait.") And links fuel SEO.
Copyright © 2011 BLASTmedia All Rights Reserved.
BLASTmedia Integrated PR & Social Media
Tactic #4: Repurposing Outbound Content & Press
Coverage for Inbound Marketing & SEO Benefits
• You must be FINDABLE. People love to discover things. You
can push your content all day long, but being in ―the line of
search‖ is the best road to conversion. Pull it in.
• Blogs and other optimized content are magnets to links.
("Link bait.") And links fuel SEO.
• Consider a Blog Editorial Calendar with a mix of link bait,
company news, and ―utility posts.‖
• Link Bait: By your company or guest bloggers (experts).
• Company News: Including posting Media Coverage.
• Utility Posts: Product and feature annoucements.
Copyright © 2011 BLASTmedia All Rights Reserved.
BLASTmedia Integrated PR & Social Media
Tactic #4: Repurposing Outbound Content & Press
Coverage for Inbound Marketing & SEO Benefits
• Take your most popular blog post, add some images, and
translate it into PowerPoint that you can upload to Slideshare
and embed in your post.
Copyright © 2011 BLASTmedia All Rights Reserved.
BLASTmedia Integrated PR & Social Media
Tactic #4: Repurposing Outbound Content & Press
Coverage for Inbound Marketing & SEO Benefits
• Take your most popular blog post, add some images, and
translate it into PowerPoint that you can upload to Slideshare
and embed in your post.
• Or consider VIDEO to relay the same information. (But
accompany embedded video with keyword-rich text or a script
for SEO on your blog.)
Copyright © 2011 BLASTmedia All Rights Reserved.
BLASTmedia Integrated PR & Social Media
Tactic #4: Repurposing Outbound Content & Press
Coverage for Inbound Marketing & SEO Benefits
• Take your most popular blog post, add some images, and
translate it into PowerPoint that you can upload to Slideshare
and embed in your post.
• Or consider VIDEO to relay the same information. (But
accompany embedded video with keyword-rich text or a script
for SEO on your blog.)
• Submit links to blog posts (hub) and social media objects
(spokes) to social bookmarking sites and news aggregators. 1. StumbleUpon
2. Reddit
3. Digg.com
4. BizSugar.com
Copyright © 2011 BLASTmedia All Rights Reserved.
BLASTmedia Integrated PR & Social Media
• Outbound – YouTube video created and uploaded.
• Inbound #1 – Optimization of videos for search, YouTube
CTA (Call-To-Action) ads, and proper link placement/usage to
offer a call to action & traffic generation back to your website.
• Inbound #2 – Cross linking videos with annotations (which is
pulling in with one video but sending to another with call to
action).
Tactic #5: YouTube Content for Search & Sharing
Copyright © 2011 BLASTmedia All Rights Reserved.
BLASTmedia Integrated PR & Social Media
• YouTube is now the #2 search engine in the world after Google.
• YouTube is also the second most popular website in the world.
• YouTube is a search engine AND a social network.
Some important things to know about
Copyright © 2011 BLASTmedia All Rights Reserved.
BLASTmedia Integrated PR & Social Media
Tactic #5: YouTube Content for Search & Sharing
This is
an Ad
#1 Organic Search Result
Client
Copyright © 2011 BLASTmedia All Rights Reserved.
BLASTmedia Integrated PR & Social Media
Tactic #5: YouTube Content for Search & Sharing
BLAST #1
Copyright © 2011 BLASTmedia All Rights Reserved.
BLASTmedia Integrated PR & Social Media
Tactic #5: YouTube Content for Search & Sharing
Copyright © 2011 BLASTmedia All Rights Reserved.
BLASTmedia Integrated PR & Social Media
Tactic #5: YouTube Content for Search & Sharing
Video Title Tips
• Get primary keywords in, but balance between talking to search engines and piquing interest.
• Don‘t repeat words either—it won‘t help you.
• You get 120 Title characters—use all of them!
• Copy (match) a similar title you want to be related to. Do research.
• Remember: They aren‘t looking for YOU, they are looking for a solution to a problem.
Copyright © 2011 BLASTmedia All Rights Reserved.
BLASTmedia Integrated PR & Social Media
Good YouTube Video Title Examples
• Barcode, Bar Codes, Barcoding – What‘s it all
about
• How to Build Web Forms with Formstack‘s Simple Online Form Builder!
• Social Media Marketing with YouTube: Why? – BLASTmedia
• Act-On Software Marketing Automation Case Study: InsideSales.com Generates Leads for DreamForce
• How Can We Tackle the E-Waste Problem?
Reduce, Reuse and Recycle with NextWorth!
Copyright © 2011 BLASTmedia All Rights Reserved.
BLASTmedia Integrated PR & Social Media
Video Tagging & Description Writing Tips
• Use quotes around keyword phrases.
Copyright © 2011 BLASTmedia All Rights Reserved.
BLASTmedia Integrated PR & Social Media
Tactic #5: YouTube Content for Search & Sharing
Copyright © 2011 BLASTmedia All Rights Reserved.
BLASTmedia Integrated PR & Social Media
Video Tagging & Description Writing Tips
• Use quotes around keyword phrases.
• From YouTube: ―Tags can include up to 120 characters. Make a goal to use every one of these limits for each of your videos.‖
Copyright © 2011 BLASTmedia All Rights Reserved.
BLASTmedia Integrated PR & Social Media
Video Tagging & Description Writing Tips
• Use quotes around keyword phrases.
• From YouTube: ―Tags can include up to 120 characters. Make a goal to use every one of these limits for each of your videos."
• The more words you include in your description, the higher your chances of being discovered by searchers (5,000 characters max).
Copyright © 2011 BLASTmedia All Rights Reserved.
BLASTmedia Integrated PR & Social Media
Video Tagging & Description Writing Tips
• Use quotes around keyword phrases.
• From YouTube: ―Tags can include up to 120 characters. Make a goal to use every one of these limits for each of your videos."
• The more words you include in your description, the higher your chances of being discovered by searchers (5,000 characters max).
• Get your top keyword / keyword phrase in 3-4 times.
Copyright © 2011 BLASTmedia All Rights Reserved.
BLASTmedia Integrated PR & Social Media
Tactic #5: YouTube Content for Search & Sharing
Copyright © 2011 BLASTmedia All Rights Reserved.
BLASTmedia Integrated PR & Social Media
Tactic #5: YouTube Content for Search & Sharing
Add Annotations to Link Content
For special call-outs and to put
emphasis on your call to action. (Use
these to link to other videos in a series
or that you think your audience will
like; tempt them to watch more of your
content.)
Copyright © 2011 BLASTmedia All Rights Reserved.
BLASTmedia Integrated PR & Social Media
Tactic #5: YouTube Content for Search & Sharing
Annotation
CTA
Copyright © 2011 BLASTmedia All Rights Reserved.
BLASTmedia Integrated PR & Social Media
Tactic #5: YouTube Content for Search & Sharing
Annotation
Copyright © 2011 BLASTmedia All Rights Reserved.
BLASTmedia Integrated PR & Social Media
YouTube Channel = Your Homebase for Video Content
Copyright © 2011 BLASTmedia All Rights Reserved.
BLASTmedia Integrated PR & Social Media
Tactic #6: Tradeshows – Team Up With Twitter
• Outbound – Having a booth at or simply attending trade
shows.
• Inbound – Using Twitter Lists and Hashtags (#) to maximize
trade show presence, networking opportunities, and brand
engagement while at the show.
• Inbound – Also: Contest and Giveaways to lure prospects to
you, promoted via platforms like Twitter (with hashtags) to
draw people to you.
Copyright © 2011 BLASTmedia All Rights Reserved.
BLASTmedia Integrated PR & Social Media
Tactic #6: Tradeshows – Team Up With Twitter
• Twitter lists are easily compiled subsets of Twitter users who
follow a particular topic for your own purposes—you can then
track them down easier as your list of followers grow.
Copyright © 2011 BLASTmedia All Rights Reserved.
BLASTmedia Integrated PR & Social Media
Twitter Lists
Copyright © 2011 BLASTmedia All Rights Reserved.
BLASTmedia Integrated PR & Social Media
Tactic #6: Tradeshows – Team Up With Twitter
• Twitter lists are easily compiled subsets of Twitter users who
follow a particular topic for your own purposes—you can then
track them down easier as your list of followers grow.
• It also helps when using Twitter clients, such as Tweetdeck;
add those lists in to watch these feeds in columns.
Copyright © 2011 BLASTmedia All Rights Reserved.
BLASTmedia Integrated PR & Social Media
Tweetdeck – Segment out your various lists
Copyright © 2011 BLASTmedia All Rights Reserved.
BLASTmedia Integrated PR & Social Media
Tactic #6: Tradeshows – Team Up With Twitter
• Twitter lists are easily compiled subsets of Twitter users who
follow a particular topic for your own purposes—you can then
track them down easier as your list of followers grow.
• It also helps when using Twitter clients, such as Tweetdeck;
add those lists in to watch these feeds in columns.
• In terms of growing your own follower number, by adding
others to your public lists, they will see this show up on their
profile and quite often, people will reciprocate by following
you back.
Copyright © 2011 BLASTmedia All Rights Reserved.
BLASTmedia Integrated PR & Social Media
Tactic #6: Tradeshows – Team Up With Twitter
• Keep in mind that you can make these lists private so that people you add
don‘t even know they‘ve been singled out.
Copyright © 2011 BLASTmedia All Rights Reserved.
BLASTmedia Integrated PR & Social Media
Copyright © 2011 BLASTmedia All Rights Reserved.
BLASTmedia Integrated PR & Social Media
Tactic #6: Tradeshows – Team Up With Twitter
• To start well in advance, find out the designated hashtag for your event
early and start keeping an eye on people sending out tweets using that.
• Check http://search.twitter.com every few days a couple months out
and then daily the two weeks before. Reach out to people and let them
know of any giveaways or promotions you‘ll be doing at your booth.
Example searching for the Consumer Electronics Show: #CES
Copyright © 2011 BLASTmedia All Rights Reserved.
BLASTmedia Integrated PR & Social Media
Copyright © 2011 BLASTmedia All Rights Reserved.
BLASTmedia Integrated PR & Social Media
Tactic #6: Tradeshows – Team Up With Twitter
• Just by adding people to a list that is titled ―Tweeters coming to the ‗X‘
Trade Show,‖ you‘ll find that they may end up tweeting about that list.
• Example – DigINDIANA: http://twitter.com/digindiana/lists
Copyright © 2011 BLASTmedia All Rights Reserved.
BLASTmedia Integrated PR & Social Media
Tactic #6: Tradeshows – Team Up With Twitter
• You build your own lists by hovering over the person icon on a profile and
then clicking on the link for ―add to list.‖ From there, you can create a new
list or add someone to a previous list.
Copyright © 2011 BLASTmedia All Rights Reserved.
BLASTmedia Integrated PR & Social Media
Tactic #6: Tradeshows – Team Up With Twitter
• Get people to your trade show booth by doing a giveaway that requires
they come by to register.
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BLASTmedia Integrated PR & Social Media
Tactic #6: Tradeshows – Team Up With Twitter
• Get people to your trade show booth by doing a giveaway that requires
they come by to register.
• If you‘ve built a list ahead of time, it will give you people you can @ to
encourage them to come by (after all, you know they‘re at the show).
Copyright © 2011 BLASTmedia All Rights Reserved.
BLASTmedia Integrated PR & Social Media
Tactic #6: Tradeshows – Team Up With Twitter
• Get people to your trade show booth by doing a giveaway that requires
they come by to register.
• If you‘ve built a list ahead of time, it will give you people you can @ to
encourage them to come by (after all, you know they‘re at the show).
• Watch conversations via the hashtag stream on Twitter and reach out
directly if you think it‘s appropriate.
Copyright © 2011 BLASTmedia All Rights Reserved.
BLASTmedia Integrated PR & Social Media
Tactic #6: Tradeshows – Team Up With Twitter
• Get people to your trade show booth by doing a giveaway that requires
they come by to register.
• If you‘ve built a list ahead of time, it will give you people you can @ to
encourage them to come by (after all, you know they‘re at the show).
• Watch conversations via the hashtag stream on Twitter and reach out
directly if you think it‘s appropriate.
• Keep a tab open on your computer to watch http://search.twitter.com
– follow keywords, the name of the show, and most importantly, the
official show hashtag.
Copyright © 2011 BLASTmedia All Rights Reserved.
BLASTmedia Integrated PR & Social Media
Tactic #7: Advertise on Social Media Sites
• Outbound – Purchasing Advertising on Facebook, Twitter
and/or YouTube
• Inbound #1 – Facebook: Present a call to action as bait to lure
them into ―liking‖ a brand page. Or use Facebook ads to drive
traffic back to your website.
Copyright © 2011 BLASTmedia All Rights Reserved.
BLASTmedia Integrated PR & Social Media
Tactic #7: Advertise on Social Media Sites
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BLASTmedia Integrated PR & Social Media
Tactic #7: Advertise on Social Media Sites
• Outbound – Purchasing Advertising on Facebook, Twitter
and/or YouTube
• Inbound #1 – Facebook: Present a call to action as bait to lure
them into ―liking‖ a brand page. Or use Facebook ads to drive
traffic back to your website.
• Inbound #2 – YouTube: Get them to watch a video that offers
a solution to their ―problem‖ based on keyword search terms.
Copyright © 2011 BLASTmedia All Rights Reserved.
BLASTmedia Integrated PR & Social Media
YouTube Promoted Video Campaigns
Promoted Ad
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BLASTmedia Integrated PR & Social Media
If I can bid just $.25 a click on my top
keyword using YouTube PPV, yet it‘s
over $5.00 on Google PPC, that should
tell you there is a huge opportunity here!
It‘s the last frontier.
Set up a Promoted Ad Campaign on YouTube
Copyright © 2011 BLASTmedia All Rights Reserved.
BLASTmedia Integrated PR & Social Media
#1 Organic Search Result
YouTube Promoted Video Campaigns
Ad
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BLASTmedia Integrated PR & Social Media
YouTube Promoted Video Campaigns
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BLASTmedia Integrated PR & Social Media
YouTube Promoted Video Campaigns
Visit: http://ads.youtube.com
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BLASTmedia Integrated PR & Social Media
YouTube Promoted Video Campaigns
Copyright © 2011 BLASTmedia All Rights Reserved.
BLASTmedia Integrated PR & Social Media
YouTube Promoted Video Campaigns
Copyright © 2011 BLASTmedia All Rights Reserved.
BLASTmedia Integrated PR & Social Media
YouTube Promoted Video Campaigns
Copyright © 2011 BLASTmedia All Rights Reserved.
BLASTmedia Integrated PR & Social Media
YouTube Promoted Video Campaigns
Copyright © 2011 BLASTmedia All Rights Reserved.
BLASTmedia Integrated PR & Social Media
YouTube Promoted Video Campaigns
Minimum bid is $0.01
Remember, this is just for views that come in via YouTube search results.
You may or may not come up due to the amount of the bid. HOWEVER,
as you‘re about to see, you‘ll still get the flash call-to-action (CTA) ads.
Copyright © 2011 BLASTmedia All Rights Reserved.
BLASTmedia Integrated PR & Social Media
CTA Ad from Channel View
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BLASTmedia Integrated PR & Social Media
CTA Ads on YouTube
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BLASTmedia Integrated PR & Social Media
CTA Ads on YouTube
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BLASTmedia Integrated PR & Social Media
Clickable Ad
CTA Ads on YouTube
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BLASTmedia Integrated PR & Social Media
Promoted Ads on YouTube – Results!
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BLASTmedia Integrated PR & Social Media
Google Analytics Traffic Results
• Facebook = Frequent but Repeat Traffic
• Twitter = High but Least Quality Traffic
• YouTube = New, Quality Traffic (Low Bounce)
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BLASTmedia Integrated PR & Social Media
Voila!
@JuliePerry & @BLASTmediaPR
YouTube.com/BLASTmediaPR
http://BLASTmedia.com/blog
Question & Answer Session
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